SAP is coupling its HANA in-memory database with software for measuring market trends and customers' moods through the analysis of unstructured social media data, the vendor announced Wednesday.

HANA, which became generally available last year, places data into RAM for processing rather than constantly reading and writing it to disks, providing a performance improvement that SAP has claimed can be nothing short of dazzling.

The new Rapid Deployment Solution for "sentiment intelligence" is part of a series of prepackaged implementation offerings from SAP.

Information can be pulled in from Twitter, Facebook and other sources with public APIs (application programming interfaces), after which SAP's Data Services software applies semantic text analysis, according to a statement.

Marketers and other users can then comb through the data using visual tools like SAP Business Objects Explorer, looking for useful "nuggets" and insights, SAP said.

RDS offerings are generally deployed within 90 days, according to a statement. Pricing information for the new sentiment intelligence package wasn't disclosed.

SAP is far from the only vendor looking to sell products purporting to derive serious value from social media.